Google Hotels Prompts Trivago to Increase Advertising in 50 Global Markets
Skift Take
Google is eating the world. When metasearch sites such as Trivago see a strategic benefit in increasing their advertising in Google metasearch, it's not only enough to make your head spin, but it's ominous from a competitive standpoint, as well.
Anyone unconvinced about Google's already huge but ever-increasing foothold in the travel industry should listen to Trivago executives talking about their Google strategy.
Officials from the Dusseldorf-headquartered lodging-metasearch site said in the first quarter Trivago greatly increased its participation in Google Hotels to 50 global markets, and they're not done yet.
Buying Google Hotel Ads, which places an advertiser's hotel rates in Google Search, Maps, and Google Assistant, gives Trivago higher visibility around the world, Chief Financial Officer Axel Hefer told analysts Wednesday during Trivago's first quarter earnings call. Although Trivago's rates are present in Google Hotels in 50 markets, Trivago has yet to put all of its properties in there, and the company intends to make its presence even higher-profile in Google throughout 2019.
CEO Rolf Schrömgens added that Trivago feels it is under-invested in Google Hotels and "will be able to have a catch-up over this year."
Google Meta to Trivago Meta to Third Site to Book
To be clear, up until around two years ago, Google Hotels didn't allow metasearch advertisers like Trivago to particip
